How to Decide Where to Invest Your Time and Money on Social Media
“Should I Boost Posts or Run Ads—Or Is Organic Content Enough?”
As a small business owner, you want results from your content—but you also want to be smart with your budget. So how do you know whether boosting posts or running ads is worth it? And when is organic content enough?
Let’s break it down.
First: What’s the Difference?
Organic content is anything you post without paying. It builds visibility, trust, and engagement naturally over time.
Boosted posts are organic posts you pay to show to more people—typically your followers’ friends or a broad audience.
Paid ads are more targeted and strategic. They let you choose your audience, objective (like website clicks or lead generation), and budget more precisely.
When Organic Content Is Enough
If you’re just starting out, testing your voice, or focusing on brand-building, organic content can go a long way—especially if it’s:
Clear and valuable
Targeted to your ideal audience
Consistent and well-branded
Paired with strategic engagement (i.e., you’re not just posting—you’re also interacting)
Organic content is great for:
Building trust with your audience
Showcasing your expertise
Educating potential buyers
Creating community and conversation
You absolutely can grow your brand and generate leads organically—especially on platforms like Instagram, LinkedIn, and TikTok where organic reach is still strong (if your content is solid).
When to Consider Boosting Posts
Boosting can work if you’ve already posted something that performs well organically—and you want to get it in front of more eyes.
A few good times to boost a post:
You’re promoting an event or launch
You want to reach a wider but still general audience
You’re testing content to see what performs before building an ad campaign
You’re growing a local business and want quick visibility in your area
Just don’t rely on boosting as your only strategy—it can help extend reach, but it’s not very targeted or strategic on its own.
When It’s Time to Run Ads
If you want to accelerate results—especially leads, website visits, or sales—ads can be incredibly effective when done right. Paid ads allow you to:
Target specific audiences (by location, job title, interests, etc.)
Retarget website visitors or email subscribers
Drive traffic to a lead magnet, sales page, or booking link
Scale what’s already working
Before you invest in ads, make sure:
Your offer is clear
Your messaging is dialed in
Your website or landing page is optimized
You have at least some organic traction to build from
So… Should You Pay to Play?
Start with strong organic content. It’s the foundation of your brand and message.
Use boosted posts sparingly to extend visibility on already-performing content.
Invest in paid ads when you have a clear goal, a tested offer, and want to scale.
